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How Cities Become Brands

Eric Häusler, Jürgen Häusler (Broschiert, Englisch)

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Beschreibung

This book explores how the fragile and lengthy process of developing a city brand can be carefully managed. Necessary background information is explained, numerous experiences are reported, and targeted city branding is inspired in a variety of ways.The dream of every brand maker: to develop a city into a strong city brand - perhaps even a myth. The creation of myths remains a curiosity. Is it targeted, are there relevant recipes for success, and can those responsible be identified? Above all: Can the process be replicated? How do brand makers deal with the complexity of the phenomena of cities and city brands? How do they give the arduous process of creating a city brand a reasonable chance of success? How do brand makers deal with the often biting criticism from outside and the nagging self-doubt?Successful cityscapes arise from the trials and tribulations of complex and sometimes random processes. In the course of global city competition, this evolutionaryprocess is enriched with the achievements of the craft of branding. This is not a guarantee of success. Success depends on numerous prerequisites, which are discussed in detail. Finally, craft rules for good and at the same time sensitive city branding are mentioned.The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content.nal criticism and self-doubts?City images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined.nal criticism and self-doubts?City images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules foreffective city branding are outlined.nal criticism and self-doubts?City images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined.nal criticism and self-doubts?City images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined.nal criticism and self-doubts?City images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined.nal criticism and self-doubts?City images emergefrom complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined.nal criticism and self-doubts?City images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined.City images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined.City images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussedconditions. Lastly, rules for effective city branding are outlined.City images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined.City images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined.City images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined.City images emerge from complex and random processes. In global urban competition, this process is enriched with brand makingachievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined.City images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined.City images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined.City images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined.City images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined.City images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined. Weniger zeigen

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Mehr Info

Produktinformationen

Technische Daten

Erscheinungsdatum

27.03.2024

Sprache

Englisch

EAN

9783658437756

Herausgeber

Springer Fachmedien Wiesbaden GmbH

Sonderedition

Nein

Autor

Eric Häusler, Jürgen Häusler

Seitenanzahl

226

Einbandart

Broschiert

Buch Untertitel

Developing City Brands Purposefully and Thoughtfully

Autorenporträt

Eric Häusler is a historian with a keen interest in social science concepts. Currently, he is conducting a habilitation project on urbanization processes in Tokyo, New York, and Zurich in the 1960s. Extended research stays have taken him to Sophia University in Tokyo and presently to The New School and New York University in New York City. His most recent publication is his dissertation titled "Ökonomisches Scheitern. Solidarische Praktiken in Bern 1750-1900" (published by transcript Verlag).Jürgen Häusler is retired. At the beginning of his career, he engaged in social science research and later assumed leadership responsibilities for many years at a globally leading consulting firm specializing in brand development. Additionally, he taught at the University of Leipzig and published on the topic.Both authors share a passion for a multidisciplinary, theory-guided, and practice-oriented exploration of the phenomena of the city and city branding.Jürgen Häusler is retired. At the beginning of his career, he engaged in social science research and later assumed leadership responsibilities for many years at a globally leading consulting firm specializing in brand development. Additionally, he taught at the University of Leipzig and published on the topic.Both authors share a passion for a multidisciplinary, theory-guided, and practice-oriented exploration of the phenomena of the city and city branding.Jürgen Häusler is retired. At the beginning of his career, he engaged in social science research and later assumed leadership responsibilities for many years at a globally leading consulting firm specializing in brand development. Additionally, he taught at the University of Leipzig and published on the topic.Both authors share a passion for a multidisciplinary, theory-guided, and practice-oriented exploration of the phenomena of the city and city branding.Jürgen Häusler is retired. At the beginning of his career, he engaged in social science research and later assumed leadership responsibilities for many years at a globally leading consulting firm specializing in brand development. Additionally, he taught at the University of Leipzig and published on the topic.Both authors share a passion for a multidisciplinary, theory-guided, and practice-oriented exploration of the phenomena of the city and city branding.Jürgen Häusler is retired. At the beginning of his career, he engaged in social science research and later assumed leadership responsibilities for many years at a globally leading consulting firm specializing in brand development. Additionally, he taught at the University of Leipzig and published on the topic.Both authors share a passion for a multidisciplinary, theory-guided, and practice-oriented exploration of the phenomena of the city and city branding.Jürgen Häusler is retired. At the beginning of his career, he engaged in social science research and later assumed leadership responsibilities for many years at a globally leading consulting firm specializing in brand development. Additionally, he taught at the University of Leipzig and published on the topic.Both authors share a passion for a multidisciplinary, theory-guided, and practice-oriented exploration of the phenomena of the city and city branding.Jürgen Häusler is retired. At the beginning of his career, he engaged in social science research and later assumed leadership responsibilities for many years at a globally leading consulting firm specializing in brand development. Additionally, he taught at the University of Leipzig and published on the topic.Both authors share a passion for a multidisciplinary, theory-guided, and practice-oriented exploration of the phenomena of the city and city branding.Both authors share a passion for a multidisciplinary, theory-guided,and practice-oriented exploration of the phenomena of the city and city branding.Both authors share a passion for a multidisciplinary, theory-guided, and practice-oriented exploration of the phenomena of the city and city branding.Both authors share a passion for a multidisciplinary, theory-guided, and practice-oriented exploration of the phenomena of the city and city branding.Both authors share a passion for a multidisciplinary, theory-guided, and practice-oriented exploration of the phenomena of the city and city branding.Both authors share a passion for a multidisciplinary, theory-guided, and practice-oriented exploration of the phenomena of the city and city branding.Both authors share a passion for a multidisciplinary, theory-guided, and practice-oriented exploration of the phenomena of the city and city branding.Both authors share a passion for a multidisciplinary, theory-guided, and practice-oriented exploration of the phenomena of the city and city branding.Both authors share a passion for a multidisciplinary, theory-guided, and practice-oriented exploration of the phenomena of the city and city branding.Both authors share a passion for a multidisciplinary, theory-guided, and practice-oriented exploration of the phenomena of the city and city branding.Both authors share a passion for a multidisciplinary, theory-guided, and practice-oriented exploration of the phenomena of the city and city branding.Both authors share a passion for a multidisciplinary, theory-guided, and practice-oriented exploration of the phenomena of the city and city branding.Both authors share a passion for a multidisciplinary, theory-guided, and practice-oriented exploration of the phenomena of the city and city branding.

Schlagwörter

City brands and city marketing, City brand development, City branding, Urban policy and urban development, City of the Future and City History, Urban Myth, City Storytelling, Venice, Paris, London, New York, Berlin, Rom, Tokio, Ulm, City tourism, Municipal economic development

Thema-Inhalt

JPP - Öffentliche Verwaltung KNSG - Gastgewerbe, Sport-, Freizeit- und Tourismusindustrie JHB - Soziologie JBSD - Städte, Stadtgemeinden KCVS - Regional-/Stadtökonomie

Höhe

235 mm

Breite

15.5 cm

Hersteller: Springer Gabler, Europaplatz 3, Heidelberg, Deutschland, 69115, ProductSafety@springernature.com, Springer Nature Customer Service Center GmbH

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